A Study on Multimodal Metaphors in Land Rover Automobile Video Advertisements from the Perspective of Conceptual Blending Theory

Xiaoqian Nong

doi:10.63313/LLCS.9074

Authors

Xiaoqian Nong School of Foreign Language, Nanning Normal University, Guangxi Zhuang Autonomous Region, 530000, China Author

DOI:

https://doi.org/10.63313/LLCS.9074

Keywords:

multimodal metaphor, Land Rover automobile video advertisements, meaning construction

Abstract

This study employs conceptual blending theory to analyze multimodal metaphors in 30 Land Rover commercials. Moving beyond traditional dual-domain analysis, it examines how visual, auditory and linguistic modes interact across four network types: simplex (most prevalent), mirror, single-scope (least common) and double-scope. The findings reveal that Land Rover ads creatively blend the target domain (vehicle) with diverse source domains through cross-modal integration. The research demonstrates conceptual blending theory’s practical value for decoding multimodal meaning construction, offering both audiences deeper ad comprehension and designers innovative approaches to automotive advertising. By systematically classifying multimodal metaphors in this understudied domain, the study contributes methodologically to multimodal discourse analysis while providing concrete insights for advertising practice.

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